B2B brand equity: Investigating the impact of human capital and relational trust.
2014 (English)In: Book of Abstracts from the 9th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, 2014Conference paper (Refereed)
The main purpose of this study is to investigate the impact of human capital and relational trust on B2B brand equity. The findings demonstrate positive effects of human capital and relational trust on brand associations, perceived quality, and brand loyalty. Perceived quality and human capital were found to have stronger direct effects than relational trust on the key outcome of brand building efforts that is brand loyalty. The study advances knowledge on B2B brand equity and highlights the relevance of considering customers’ perceptions about service providers for developing successful brand management strategies.
Place, publisher, year, edition, pages
human capital, relational trust, business-to-business, professional services
IdentifiersURN: urn:nbn:se:umu:diva-101091OAI: oai:DiVA.org:umu-101091DiVA: diva2:796636
9th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, University of Hertfordshire, Hertfordshire, UK, April 9-11.